Abstract In a mature rooftop solar PV market, home battery adoption is a household choice influenced by PV ownership and various factors. This study examines the determinants of solar PV and battery adoption in South East Queensland, Australia, using survey data and a hybrid discrete choice model. Four key psychological constructs shaping adoption decisions are identified: “adopter communicators,” “profit seekers,” “non‐adopter communicators,” and “socially‐conscious investors.” Separate models for current PV users and non‐adopters reveal distinct influences on adoption behaviour. Sociodemographic factors, including age, income, education, and employment status, significantly impact decisions. For PV owners, battery size is a critical factor in transitioning from PV‐only to a battery‐inclusive system. For non‐adopters, energy autonomy is a key motivation for purchasing an integrated PV‐battery system. The findings suggest that effective policy interventions must be tailored to each group, combining direct financial incentives and indirect regulatory measures to drive battery adoption. Understanding these behavioural and demographic drivers can help policymakers design targeted strategies to enhance the penetration of battery storage systems, supporting a more sustainable and resilient energy future.
Alipour et al. (Tue,) studied this question.